EMCup - European Mise en Place Cup

What EMCup - European Mise en Place Cup does

EMCup (European Mise en Place Cup) is an annual competition platform, founded in 2009, that connects final-year Bachelor students from European Hospitality Management Schools with senior industry professionals from the global hotel sector. Each year the competition brings together up to 36 schools from 30+ European countries, fielding roughly 150 students in teams of 4-5 who complete pre-assigned whitepapers and behavioral assessments before competing in on-site case challenges, pitches, and a Dragons' Den-style final evaluated by a Business Jury of 40+ hospitality executives. The event is organized as a non-commercial community initiative under co-creators HotelloTOP and Mise en Place, with operational management from Hospitality Synergy Group (HSG); participation is capped at a €250 per-student fee covering on-site accommodation, transport, and F&B.

The core product is the EMCup Competition Program, comprising three pre-competition assignments (whitepaper accounting for 25% of the score, an Instagram reel, and a behavioral scan via the EMCup Mobile Application), in-person pitches and case challenges over two competition days, and the Dragons' Den finale. The EMCup Mobile Application functions as a digital profile and networking layer where participants record job/internship preferences, sector and department interests, and availability. Supporting services include the Business Jury Assessment (industry professionals evaluating and ranking student work) and the EMCup Partner Network (an ecosystem of co-creation, venue, moderator, communications, and advisory partners including Hilton, Marriott, Mandarin Oriental, Minor Hotels, Van der Valk, WestCord, and HRC International).

The business model rests almost entirely on per-participant fees of €250 (excluding VAT), with the bulk of operational support — jury time, accommodation (e.g., Minor Hotels as 2026 residence partner), venue hosting, and event moderation — provided in-kind by hospitality industry partners. Go-to-market is event-driven: registration opens May 1 and closes October 16 annually, recruited through partner-network distribution (HotelloTOP, Mise en Place, HSG), direct school outreach, and a standardized digital promotional toolkit. The competition moved from its original Maastricht base to Amsterdam in 2026, while organizational headquarters remain in Maastricht; the 19th edition is scheduled for February 7-8, 2027. The organization operates with a lean team of 6 employees, is privately held (not venture-backed or publicly traded), and is legally domiciled in the Netherlands.

Name

EMCup - European Mise en Place Cup

Legal name

European Mise en Place Cup (EMCup)

Website

https://emcup.eu

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

EMCup is an annual Amsterdam-based competition (founded 2009) that brings together ~150 final-year students from 30+ European hospitality schools to compete in whitepapers, case challenges, and a Dragons' Den, evaluated by 40+ senior hospitality industry jury members from major global hotel groups.

Ownership category

akta.pro rank

Product category

Hospitality Education Competition

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Convention and Trade Show Organizers (56192)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Math Competitions & Tournament Organizers (EDAMAEAH)

akta.pro secondary industries

Conferences & Conventions Operations Services (Registration, AV, Logistics) (MPAGAGAM), Event Strategy & Experience Design (BPAFAGAA), Professional & Certification Expos Organizers (THAHABAD)

Keywords

• Hospitality student competition
• Hospitality management schools
• Hospitality industry networking
• Student case competition
• Hospitality talent platform

Headquarters

HQ city

Maastricht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Participation Fees: Each participant pays €250 excluding VAT for competition entry. This fee covers two overnight hotel stays (sharing double/triple rooms), transport during official program, and all food and beverage during the competition days. Additional costs for transport to/from Amsterdam are not included.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

EMCup organizes an annual two-day competition held in Amsterdam for European Hospitality Management Schools, where student teams of 4-5 participants complete pre-assignments (whitepaper, Instagram reel, behavioral scan), deliver pitches and case challenges, and present in a Dragons' Den finale evaluated by an industry Business Jury. The program charges €250 per participant and bundles two nights of hotel accommodation, on-program transport, and food and beverage during the competition days.

Product overview

EMCup is a single-service competition program (not a tech product/platform), organized as an annual event for European Hospitality Management Schools. The core offering is the EMCup Competition Program comprising pre-competition assignments (whitepaper, Instagram reel, behavioral scan via EMCup App), competition day activities (pitches, case challenges, networking), and Dragons' Den finals. The program is supported by a Business Jury Assessment service staffed by hospitality industry professionals, a Partner Network of hospitality organizations, and a digital EMCup Mobile Application for participant profiles.

Differentiator

Problem solved

Functional benefit

Products and services

• EMCup Competition Program

Quantifiable outcome

• Over 150 students from 30+ European schools participate annually
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

40 partnerships are on record, tiered core, minor and major.

• Minor HotelscoreOthers · 1 January 2026Minor Hotels is a global hospitality group with over 540 properties in 50+ countries. They serve as the residence partner for EMCup, hosting participating students in their hotels during competition days.
• HRC InternationalcoreStrategic or Co-development Partner · 1 January 2024HRC International is a training and career development company and designated J-1 visa sponsor for the international hospitality and education industry. They have been providing qualified hospitality talents since 1995 and serve as co-creator of the EMCup.
• HSG (Hospitality Synergy Group)coreStrategic or Co-development Partner · 1 January 2024HSG manages and supports international networks and events for companies and professionals active in the European hospitality industry. They manage various labels and initiatives including the EMCup, striving to improve and connect the industry.
• QstaffminorOthers · 1 January 2024Qstaff serves as the moderator for EMCup, providing behavioral scan assessments for participants and training on personal behavioral styles during competition activities.
• HotelloTOPcoreStrategic or Co-development Partner · 1 January 2009HotelloTOP is the networking organization for students and alumni of (inter)national Hotel Management Schools in the Netherlands. Founded by hospitality professionals, HotelloTOP initiated the EMCup in 2009. They bring core values of hospitality, optimism, energy, social skill, inventiveness, pragmatism, ambition, and strong work ethic to the competition.
• Mise en PlacecoreStrategic or Co-development Partner · 1 January 2009Mise en Place has been a leader in the hospitality sector since 1994, training and supplying short-term project staff to the top of the industry. With a pool of over 5,500 employees across the world, Mise en Place co-created the EMCup initiative and contributes industry expertise and connections.
• HiltonmajorGTM or Marketing PartnerHilton, a leading global hospitality company with 9,000+ properties across 142 countries, participates on the Advisory Council and sends representatives to the Business Jury.
• Marriott InternationalmajorGTM or Marketing PartnerMarriott International participates on the Advisory Council, contributing representatives to the Business Jury to evaluate student work and source talent.
• Mandarin OrientalmajorGTM or Marketing PartnerMandarin Oriental participates on the Advisory Council and hosts competition events at their Amsterdam property (Conservatorium Hotel).
• Van der ValkmajorGTM or Marketing PartnerVan der Valk is a Dutch hotel chain with over 100 hotels worldwide (founded 1862). Representatives serve on the Business Jury.
• WestCord HotelsmajorGTM or Marketing PartnerWestCord Hotels is a Dutch family-owned company with 15 hotels across the Netherlands. Representatives participate on the Business Jury.
• DoubleTree by Hilton Amsterdam Centraal StationmajorGTM or Marketing PartnerDoubleTree by Hilton Amsterdam Centraal Station is an iconic Amsterdam hotel. Representatives participate on the Business Jury.
• Rocco Forte HotelsmajorGTM or Marketing PartnerRocco Forte Hotels is a family-owned collection of historic hotels across Europe. Representatives participate on the Business Jury.
• Ruby HotelsmajorGTM or Marketing PartnerRuby Hotels is a fast-growing European hospitality group with Lean Luxury philosophy. Representatives participate on the Business Jury.
• Pillows HotelsmajorGTM or Marketing PartnerPillows Hotels operates elegant hotels in monumental buildings in the Netherlands and Belgium. Representatives participate on the Business Jury.
• Postillion HotelsmajorGTM or Marketing PartnerPostillion Hotels is a Dutch hotel group with locations across the Netherlands. Representatives participate on the Business Jury.
• Lore GroupmajorGTM or Marketing PartnerLore Group operates award-winning hotels including Pulitzer Amsterdam and Kimpton de Witt Amsterdam. Representatives participate on the Business Jury.
• Corendon Hotels & ResortsmajorGTM or Marketing PartnerCorendon Hotels & Resorts operates hotels in the Netherlands and Caribbean resorts. Representatives participate on the Business Jury.
• Center Parcs EuropemajorGTM or Marketing PartnerCenter Parcs Europe operates 30 nature parks and 4 head offices across Europe with 9,700+ employees. Representatives participate on the Business Jury.
• Thon HotelsmajorGTM or Marketing PartnerThon Hotels is a leading Norwegian hotel chain operating 90+ properties across Norway, Sweden, Denmark, Belgium, and the Netherlands. Representatives participate on the Business Jury.
• HelmsBriscoemajorGTM or Marketing PartnerHelmsBriscoe streamlines meeting planning and venue selection for events. Representatives participate on the Advisory Council and Business Jury.
• ColliersmajorGTM or Marketing PartnerColliers is a publicly traded real estate advisor (NASDAQ, TSX: CIGI). Representatives participate on the Business Jury.
• BeaumiermajorGTM or Marketing PartnerBeaumier is a French luxury hotel brand with properties in Switzerland and Spain. Representatives participate on the Business Jury.
• Bomporto HotelsmajorGTM or Marketing PartnerBomporto Hotels is a luxury hotel brand. Representatives participate on the Business Jury.
• BWH HotelsmajorGTM or Marketing PartnerBWH Hotels is a global hospitality network with 4,500+ hotels across 100+ countries. Representatives participate on the Business Jury.
• EcolabmajorGTM or Marketing PartnerEcolab provides water, hygiene, and infection prevention solutions. Representatives participate on the Business Jury.
• Rituals CosmeticsmajorGTM or Marketing PartnerRituals is a Dutch brand transforming daily routines into meaningful moments. Representatives participate on the Business Jury.
• DertourmajorGTM or Marketing PartnerDERTOUR is a travel partner backed by REWE Group, offering holiday experiences globally. Representatives participate on the Business Jury.
• Event HotelsmajorGTM or Marketing PartnerEvent Hotels transforms hotels and hospitality into successful businesses. Representatives participate on the Business Jury.
• IHCP (International Hotel Capital Partners)majorGTM or Marketing PartnerIHCP creates and transforms real estate into hotel destinations. Representatives participate on the Business Jury.
• LGH Hotels ManagementmajorGTM or Marketing PartnerLGH Hotels Management is an industry-leading hotel management group. Representatives participate on the Business Jury.
• CDRE FrancemajorGTM or Marketing PartnerCDRE France is an association of Hotel Food and Beverage Managers (100+ members). Representatives participate on the Business Jury.
• CCUSAmajorGTM or Marketing PartnerCCUSA provides cultural exchange programs worldwide. Representatives participate on the Business Jury.
• By RocklandminorGTM or Marketing PartnerBy Rockland supplies sustainable workwear for hospitality. Representatives participate on the Business Jury.
• Depauw Wonen & InterieurminorGTM or Marketing PartnerDepauw Wonen & Interieur is an online home furnishings store for hospitality venues. Representatives participate on the Business Jury.
• TrilogicaminorGTM or Marketing PartnerTrilogica provides empowerment coaching and wellness services. Representatives participate on the Business Jury.
• Council for Hospitality Management Education (CHME)coreStrategic or Co-development PartnerCHME is on the Advisory Council, contributing expertise in hospitality management education across Europe.
• Joannes HospitalitymajorGTM or Marketing PartnerJoannes Hospitality participates on the Advisory Council.
• AskNGminorOthersAskNG serves as the communication partner for the EMCup.
• ServiceCenter4HminorOthersServiceCenter4H manages various international networks and events for the European hospitality industry, including part of the EMCup management.

Scale indicators6 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• SkillsUSA: US-based student organization that runs annual leadership and skilled-trade competitions including a dedicated Hospitality & Tourism cluster with role-specific industry judging. Comparable annual event model, school-affiliated team participation, and industry-recruiter jury composition, though primarily North American.
• Hult Prize: Global student entrepreneurship competition organized in partnership with the United Nations, with regional and annual finals bringing together top university teams. Operates a very similar annual competition format (case/idea → pitch → final), industry jury model, and school-network distribution as EMCup, scaled to a much larger student population across all disciplines.
• DECA ICDC: International Career Development Conference is DECA's flagship annual competition where high-school and college students compete in business case events judged by industry professionals. Directly comparable to EMCup in its annual competition cycle, school-based registration model, business-jury evaluation, and prize/recognition structure.
• Enactus World Cup: Global student organization running national and world cup competitions where university teams pitch social entrepreneurship projects to a corporate jury. Highly comparable structure to EMCup: student teams, school registration, industry-judged pitch finals, and corporate partners that double as recruiters.
• Worldwide Hospitality Awards: Annual international hospitality industry awards and competition recognizing innovation across hotel, restaurant, and tourism categories. Directly comparable to EMCup in hospitality focus and industry-judged format, but targets working professionals and brands rather than students.

Broad incumbents

• Ecole hôtelière de Lausanne (EHL): Top-ranked global hospitality school running its own student case competitions, recruiting events, and industry partner network. Comparable in serving as a bridge between hospitality students and industry employers, but as a single institution rather than a multi-school competition organizer.
• American Hotel & Lodging Educational Institute (AHLEI): Educational arm of the American Hotel & Lodging Association providing hospitality certifications, curriculum, and student programs across US schools. Comparable bridge between hospitality education and industry employers, but focused on certification and curriculum rather than annual competitions.

Others

• EUHOFA: Association of European universities and schools offering hospitality programs. Comparable as a pan-European hospitality education network, but focused on academic collaboration and policy rather than student competitions. EMCup's participating schools largely overlap with EUHOFA membership.
• ICHRIE (International Council on Hotel, Restaurant, and Institutional Education): Global industry-education body for hospitality educators and researchers, running annual conferences and student research competitions. Comparable as a hospitality-education-to-industry bridge organization, though focused on academic research and faculty networking rather than student pitch competitions.

Emerging players

• Hospitality & Tourism Student Association (HOTS): International student-run network for hospitality and tourism students that organizes events, competitions, and networking opportunities across multiple countries. Comparable student-facing hospitality community format with industry partnership element, though broader in scope and smaller in scale than EMCup.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/european-mise-en-place-cup
• Instagraminstagram.com/emcup.eu

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EMCup - European Mise en Place Cup